As Operators Deck the Halls With New Mobile Phone Promotions, M:Metrics Reports Device Sales and Satisfaction Metrics

In Europe, new device acquisitions were 90 percent higher in December 2006 than an average month, in the United States, 40 percent higher

SEATTLE, Wash November 26, 2007 — Mobile phones are popular holiday gifts, with more consumers acquiring a new mobile in December than any other month, reports M:Metrics, the mobile media authority. The measurement firm revealed for the first time today its historical device sales and satisfaction data in the United States and Europe, and found that 15 percent of all European subscribers who acquired a new phone in 2006 did so in December, a rate that is 90 percent higher than an average month. In the United States, 12 percent got their phone in December, which is 40 percent above the monthly average rate

“December is consistently the highest-performing month for new device purchases, and the operators have responded by embellishing their handset portfolios in time for the holidays,” said Paul Goode, senior analyst, M:Metrics. “As we look out at the Christmas season, one way to gauge how devices may perform is their popularity, so the iPhone and N95 should do well at the premium end of the market. These fun, stylish devices have the potential to compel consumers to choose to gift a mobile device over other popular consumer electronics such as MP3 players and videogame consoles.”

One dimension of M:Metrics’ research into mobile media consumption is understanding how mobile devices relate to a consumer’s propensity to access mobile services. The firm measures multiple aspects of device ownership, including whether the device was purchased in the previous month, and how the consumer rates their level of satisfaction with it, on a scale of one (dissatisfied) to 10 (extremely satisfied). According to M:Metrics, Sony Ericsson’s k810i and Nokia’s N95 post the highest satisfaction scores in Europe, while the LG EnV and iPhone vie for the top position in the United States.

“Consumers who love their mobile phone are more likely to recommend it to someone else, and potentially buy it as a gift”,” observed Goode. “High-end phones, such as the N95, Sony Ericsson’s k850 and the Walkman series are being heavily promoted across Europe as Vodafone and Orange tout these multimedia devices and their 3G capabilities in the shadow of the iPhone. Meanwhile, in the U.S., Verizon just launched the iPhone-like Voyager and T-Mobile responded with the Shadow earlier in the month.”

M:Metrics applies trusted media measurement methodologies to assess the audience for mobile content and applications. As the world’s most authoritative mobile media measurement firm, M:Metrics delivers the most accurate mobile market metrics through the world’s largest monthly survey of mobile subscribers as well as automated data collection methodologies. Below are the findings of its September Benchmark Survey.

About M:Metrics

M:Metrics is the mobile media authority. As the only research firm to measure the audience for mobile media, M:Metrics provides the most accurate metrics on actual mobile content consumption by applying trusted media measurement methodologies to the mobile market. M:Metrics’ monthly syndicated data service gives clients the critical insights and intelligence required to inform smart business strategies and the competitive benchmarks needed to evaluate the performance of competitors and partners. M:Metrics is a private, venture-funded corporation headquartered in Seattle, with offices in San Francisco and London.

About M:Metrics Data

Based on continually refreshed samples of nationally representative mobile phone consumers, M:Metrics reports summarise market size, device reach, and key demographic and mobile phone usage characteristics. The data presented here is drawn from an extensive survey questionnaire that collects specific device model and carrier subscription information from each month’s sample of mobile phone subscribers, and also drills down into specific details related to current and past usage of various mobile phone applications and content. Data collected from each sample are statistically balanced and projected to the total national population of mobile phone subscribers.

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